PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI KOKI JONI PASTA AND TURKEY

Abstract

ABSTRAK
Tujuan penelitian ini untuk mengetahui (1) kecenderungan citra merek, (2) kecenderungan
pengambilan keputusan pembelian, (3) pengaruh citra merek terhadap pengambilan keputusan
pembelian produk di Koki Joni Pasta and Turkey. Penelitian ini merupakan penelitian korelasional
menggunakan metode survei dengan instrumen angket. Sampel diambil menggunakan accidental
sampling dengan rumus n = 25% x N sehingga diperoleh 113 responden. Analisis data menggunakan
teknik deskriptif, uji parsial (uji t) dan uji koefisien determinasi (adjusted r²). Hasil penelitian
diperoleh (1) kecenderungan citra merek kuat, dibuktikan dengan rerata skor berada pada kategori
tinggi dengan nilai 82,96, (2) kecenderungan keputusan pembelian oleh konsumen tinggi, dibuktikan
dengan rerata skor berada pada kategori tinggi dengan nilai 65,56, (3) diperoleh nilai t hitung 7,097 ≥ t
tabel = 1,981, sehingga dapat disimpulkan ada pengaruh citra merek terhadap pengambilan keputusan
pembelian produk di Koki Joni Pasta and Turkey. Besarnya sumbangan citra merek terhadap
keputusan pembelian sebesar 31,2 %, sedangkan sisanya sebesar 68,8 % dipengaruhi oleh faktor lain
yang tidak masuk dalam variabel penelitian.

Kata kunci : citra merek, pengambilan keputusan, Koki Joni Pasta and Turkey

THE INFLUENCE OF BRAND IMAGE TOWARDS PURCHASE
DECISION MAKING IN KOKI JONI PASTA AND TURKEY

ABSTRACT
This research aims to know (1) the tendency of brand image, (2) the tendency of purchase
decision making, (3) the impact of brand image towards the purchase decision making in Koki Joni
Pasta and Turkey. This study was correational research that applies survey method. The sample in this
research taken by accidental sampling determination of the number of samples n= 25% x N so it
obtained 113 respondents. Data analysis was done by using the descriptive techniques, partial test (t
test) and the test of coefficient determination (adjusted r²). The results of research are (1) the tendency
of brand image is strong, proved by mean score in the high category with the score 82,96, (2) the
tendency of purchase decision making is high, proved by mean score in the high category with the
score 65,56, (3) the score of t count 7,097 ≥ t table = 1, 981, so it can be concluded that Koki Joni
Pasta and Turkey’s brand image influence purchase decision making in Koki Joni Pasta and Turkey.
The amount of brand image contribution towards the purchase decision making is as amount of 31,2
%, meanwhile the rest of 68,8 % is affected by the other factors that are not included in the research
variable.

Keywords : brand image, purchase decision making, Koki Joni Pasta and Turkey